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Marketing Achievement Awards Recognising Rising Star and Marketer of the Year

Marketing Achievement Awards Recognising Rising Star and Marketer of the Year

Nominations are now open for the 2021/2 Marketing Achievement Awards’ Rising Star and Marketer of the Year.

Between now and 17 December 2021, marketing professionals across the country are invited to nominate young, rising stars from within their organisations or partner companies for the Marketing Achievement Awards’ Rising Star of the Year, and fellow peers from within the broader sector for the Marketer of the Year.

The Rising Star award celebrates up-and-coming marketers who think differently, who disrupt the status quo and who challenge conventional thinking. They are under the age of 35 and demonstrate outstanding leadership, innovation and the ability to strategise for maximum business impact and growth.

The Marketer of the Year Award recognises individuals who understand the art and science of marketing; have the business, brand and category interest at heart; and leverage their skills to grow all three. They combine data, strategy, creativity and technology to deliver innovative marketing and to positively impact business results in their organisation, and use their influence to drive the industry forward.

Brian Yuyi, CEO of the Marketing Association of South Africa (MASA), says both the Rising Star and Marketer of the Year entries will be assessed against this year’s MAA theme, ‘marketing that means business’.

‘This theme speaks to the potential of strategic marketing – as a critical tool anchored in business strategy – to positively contribute to business success. In a world where immediacy is the order of the day, marketing has to deliver on its promises. There are no second chances. You have to get it right the first time, and then evolve to continually deliver against what your customers want. When marketing is done correctly and used as a strategic tool, it closes the loop on the customer experience, ensuring brand loyalty and repeat purchases, which ultimately escalate your bottom line,’ Yuyi explained.

The 2021 MAA Rising Star of the Year Award winner, Serisha Pillay, said this year’s theme solidifies the importance of the marketing profession.

‘Marketing is at the heart of every organisation, and pivotal to its success. Behind the clever adverts and campaigns that you see, lies a very specific art and science, which is often overlooked. As a marketer, you need to strike the perfect balance between doing the right thing for the customer and doing the right thing for the business. That requires an integrated strategy based on data-driven insights, excellent communication, collaboration and brilliant execution, all while remaining authentic,’ added Pillay.

She started out at Discovery Limited as a marketing intern in 2016, and in five years climbed the ranks to Senior Marketing Manager, the position she held at the time of winning the MAA Rising Star of the Year Award.

Pillay is best known for launching the inaugural Discovery Vitality Running World Cup (2020), inaugural Discovery Vitality Run Series (2017) and introducing Snapchat national and geo-themed filters as part of the Discovery Card Katy Perry (Witness: The Tour) campaign (2018).

The 2021 MAA Marketer of the Year Award winner and MTN Group Executive: Marketing, Bernice Samuels, believes that when marketing is recognised as the lifeblood of a business, it is a powerful tool for generating sustainable value and creating long-term connections with consumers.

‘Businesses typically prioritise innovation over marketing, relegating the latter to the lowly position of a cost-centre. This has been exaggerated in recent years, with the development of artificial intelligence that uses analytics to link information, products and services to consumers – all of which suggests that marketing will have less influence on their choices. But innovation can’t sustain a firm by itself. You will never be able to out-innovate your competitors. It must be paired with marketing to be viable,’ she said.

Samuels added: ‘This isn’t to say that marketing has always been an equal component in a company’s success, but it is true that for struggling brands, the issue will almost never be one of lack of innovation, but rather a failure to invest enough into marketing (and I don’t mean advertising). The demise of marketing is largely due to a deep misunderstanding of its role in the organisation due to the shift away from marketing strategy to a focus on marketing tactics, more specifically advertising and promotion.’

‘Marketing’s purpose is to know the customer so well that the product or service perfectly fits them and sells itself. However, for this you need a deep understanding of your customers and what they value, why they behave in a certain way, and what makes them tick. For instance, understanding what gets them up in the morning and what keeps them awake at night? Understanding what you can do that will give them more opportunities to get everything they want from your product or service? That’s marketing.’

With more than 20 years’ experience in brand development and strategic marketing, Samuels is a firm believer in the transformative role of brands in generating customer and company value. She has used this passion to help companies achieve brand leadership, customer advocacy and commercial returns.

Marketers can nominate their rising stars here and nominate their peers here before 17 December 2021. Modern Marketing is a proud media partner of the Marketing Achievement Awards.


Hollard Sport Industry Awards Recognise Creative Marketing, Advertising And Sports Campaigns

Hollard Sport Industry Awards 2021

Campaigns showing true grit, resilience and exceptional creativity spanning marketing, PR, virtual events, sponsorship, advertising, community investment, social media, production and branding were recognised at the virtual 2021 Hollard Sport Industry Awards.

‘This year we celebrate the brand owners, the agencies and the media owners who have inspired us, entertained us and keep us healthy at a time when we needed it more than ever. We’ve seen so much wonderful inventiveness in entries this year – somehow we’ve managed to hear crowds cheering, even though there weren’t any in the stadiums,’ said Heidi Brauer, Hollard’s Chief Marketing Officer. ‘Heartfelt congratulations to the deserving winners, and to each and every person who has played a part in keeping sports, brands, and campaigns alive and entertaining during this really strange and difficult time,’ she said.

This year the Agency of the Year Award, sponsored by Gallo Images, went to Mscsports. Founded as a sports memorabilia company in 2000, Mscsports has grown and evolved into one of South Africa’s most reputable sports and entertainment agencies. Their consistent drive to change the game, create opportunities, and deliver impact for sponsors, rights holders and athletes, secured them this prestigious win.

Two campaigns featured prominently within numerous categories this year. These included Mscsports for Castle Lager #InOurBlood and Levergy for the Nedbank Breaking Barriers Race.

#InOurBlood took home the much sought-after Campaign of the Year Award, sponsored by Ab InBev, as well as the Worldwide Sport Event or Competition Sponsorship Award, and came third in the category of Social and Environmental Impact.

Winning agency Mscsports used our collective passion for rugby and Castle’s sponsorship of the British and Irish Lions Series as a unique opportunity to build a campaign for South Africans to come together and unite behind the Springboks. Taking this campaign one step further was its partnership with the SANBS, to drive desperately needed blood donations

Last year’s Agency of the Year, Levergy, continued their winning streak with the Nedbank Breaking Barriers Race, winning both the Communications Award and the Virtual Event of the Year Award. This campaign created a way to ignite momentum into elite running when little else was happening. Backed by Nedbank’s longstanding heritage in the sport, Breaking Barriers saw an attempt made to break the 50km world record with an exclusive ultramarathon in Gqeberha, creating a high when running in South Africa was at an all-time low.

Two new categories were included this year, with the Active and Wellbeing Award, sponsored by C2, going to Spar for the Spar Virtual Women’s Challenge, which also won the Fan Engagement Award.

For the first time this year, submissions were opened to the rest of Africa. The Cross Border Award, sponsored by SuperSport, went to Basketball Africa League, the NBA’s first collaboration outside of North America. With basketball being one of the fastest growing sports in Africa, this initiative is part of broader efforts to use basketball as an economic growth engine across Africa and to improve health and wellness of one of the world’s youngest populations.

Other notable wins included:
• Audiovisual Content of The Year (Long Form) – Walt Disney for ESPN Africa/Walt Disney Company Africa & 10th Street Media.
• Audiovisual Content of The Year (Short Form) – T&W for Luckhanyo Am.
• Brand or Sponsor of The Year, sponsored by Hollard – Princess Sports for Brabo Hockey.
• Social And Environmental Impact Award – Team Qhubeka.

Young Agency of The Year went to Matchstick Creative, a virtual creative agency comprising work-from-home freelancers established during the peak of the Covid-19 pandemic. Matchstick Creative, with a full-time staff compliment of 1, has gone from zero to hero in a matter of 12 months, establishing firm clients, ongoing projects and some phenomenal storytelling and production.

‘This is our third year sponsoring these awards and celebrating the energy, enthusiasm and creativity of the business of sport. These awards are about so much more than the sports themselves or the sporting codes. They are about the people who bring them to us, those people who create sponsorships and communication campaigns and events, who often go unrecognised,’ said Brauer. ‘But these people and these teams are so important, because sport is so important. Sport brings down barriers and creates better futures, which is everything that we are about at Hollard’.

Highlights were the presenting of four special awards, voted on by peers within the sporting industry within South Africa. The ESPN Leadership in Sport Business Award went to Pitso Mosimane, one of the longest serving and most decorated coaches in all of South African football. As head coach of Al Ahly in Egypt, Pitso has continued his success, being named as Best Manager in Africa earlier this year.

With her emotional win in Tokyo taking the gold medal and setting a new world record in the 200-metres breaststroke, there is little surprise that the Sport Industry Personality of the Year went to Tatjana Schoenmaker. Africa’s breaststroke queen and our Olympic golden girl is the epitome of what can be achieved when you don’t give up on your dreams.

The Sport Lifetime Community Award was presented to former South African opening batsman, Gary Kirsten, for his work in uplifting cricket and access to cricket in communities around South Africa. World boxing’s remarkable referee and judge, Stan Christodoulou, was presented the Sport Lifetime Achievement Award, for his immense contribution to South African boxing.

Also new to this platform, the Pendoring Indigenous Commentators Award, celebrates the richness of South Africa’s indigenous languages and pays tribute to those sports commentators who bring passion and excitement to the game, those who make the best calls and those whose emotive anecdotes continually inspire and engage. The winner of the first ever Pendoring Indigenous Commentators Award went to Masomelele Jucwa.


BRC Announces Minor Amendment To The Latest RAMS Amplify Dataset

BRC Announces Minor Amendment To The Latest RAMS Amplify Dataset

The Broadcast Research Council of South Africa (BRC) has announced that a minor amendment to the latest RAMS Amplify™ dataset was made on 3 November 2021. The issue was identified by Ipsos as a duplication of certain respondents in the data. All duplicates have been removed while the software bureaus updated the dataset on the 3rd of November 2021.

The affected stations include:

Yesterday listenership (000’s):
• Ukhozi FM, from 4 352 to 4 351 (-0.02%).
• 99.2 YFM, from 398 to 401 (+1%).

P7D listenership (000’s):
• Ukhozi FM, from 7 980 to 7 979 (-0.1%)
• Thobela FM, from 3 049 to 3 045 (-0.1%)
• Gagasi FM, from 1 626 to 1 624 (-0.1%)
• Ikwekwezi FM, from 1 421 to 1416 (-0.4%)
• KFM, from 1 118 to 1 116 (-0.2%)
• 99.2 YFM, from 1 017 to 1 014 (-0.3%)
• Nongoma FM 88.3, from 102 to 99 (-3%)

All relevant documents on the BRC website have been updated accordingly.


Razor Public Relations Named South Africa’s Best PR Agency By The Financial Mail

Razor Public Relations Named South Africa’s Best PR Agency By The Financial Mail

The FM AdFocus Awards has announced Razor PR as South Africa’s Public Relations Agency Of The Year, shortly after being named best new agency globally by PRrovoke.

The AdFocus Awards are an annual celebration of the best in South Africa’s marketing and communications industry. Razor was shortlisted for the award in 2020 (nine months after launching) and has now been named the winner in the PR category for 2021.

‘Public Relations as a discipline continues to demonstrate significant strategic value to clients, often as a result of the authenticity it brings to the conversations that brands, companies and their leaders need to show up in,’ said Partner and Managing Director Dustin Chick.

‘A crisis the magnitude of the global pandemic is an inflection point in this. We all know a crisis can catalyse any industry in the long-term, but for PR it has absolutely demonstrated the value of communications that directly connects to people and that does this creatively and with heart,’ he said.

This approach has seen Razor PR continue to grow year-on-year, while representing some of the country’s and continent’s largest names, including Audi, Anglo American, BevCo, Takealot and Virgin Active.

‘We measure our success as an agency not simply through industry awards, but our clients’ business effectiveness – this defines the kind of work we do,’ said Partner and Executive Creative Director Chris Lazley. ‘We help to shape their public conversations, assist them in publishing independently-conducted research reports to position them as industry thought leaders, and provide in-depth media industry training so that they always feel empowered to effectively manage their reputations, with us by their side.’

One of Razor PR’s greatest accomplishments this year was successfully managing KOO’s voluntary recall of canned products of which a small percentage had defective seams. The recall disappeared from the news cycle by day three, seeing it being lauded as one of the country’s most successful recalls.

‘Our senior strategic teams utilise predictive media intelligence tools such as NewsWhip to ensure our clients are always ahead of the news cycle and in full control of their public reputation,’ said Partner and Client Services Director Kalay Maistry, who drove the recall. ‘We managed to turn around Tiger Brands’ public reputation to the point that the recall resulted in an increased perception of quality, which also elevated consumer trust.’

Said M&C Saatchi Group SA Chief Executive Partner Mike Abel, ‘We are thrilled to be represented at the top of the game in PR and strategic communications. The last 20 months have been brutal for many businesses in adapting to change, but Razor PR has shown up remarkably in delivering work that works.’

The award is one of many that line the agency’s boardroom in central Houghton. Razor PR was named the World’s Best New Agency at the 2021 Global Sabre Awards by PRovoke Media in October, while Partner & Managing Director Dustin Chick was named PR Professional of the Year 2021 by the Public Relations Institute of South Africa at the 2021 PRISM Awards.


Innovocean Awarded Exclusive Advertising Rights For V&A Waterfront

Innovocean Awarded Exclusive Advertising Rights For V&A Waterfront

Innovocean, a new joint venture between media owners Tractor Outdoor and Reveel, is set to change the face of the Victoria & Alfred (V&A) Waterfront, while opening doors for big and small business alike.

The newly-established company will take on all of the internal and external out of home (OOH) and digital OOH retail advertising for South Africa’s largest and most popular ocean-side shopping and entertainment destination, which sees an annual foot count of over 26 million people (pre-Covid).

The Innovocean roll-out will commence on 1 April 2022, and was born from a conversation between Tractor CEO Simon Wall and Nfinity CEO Ken Varejes in 2019, when both realised that the synergies between their respective companies and their collective experience would make for a powerful collaboration in offering clients an unsurpassed product, skillset and service. Reveel is a subsidiary of the Nfinity Group of Companies.

Explained Wall and Varejes, ‘We realised that by joining forces, we would be able to expand our sales presence, marketing manpower and other resources. Innovocean will offer our clients the ability to tap into two experienced, expert teams with one overarching vision.

‘In terms of the V&A, there will be a number of brand new digital opportunities that we will be developing, which will include current as well as futuristic inventory design and technology, married with progressive thinking, creative execution and a seamless roll-out.’

Wall added, ‘A key component of our vision for this project was to make access to the V&A’s network of inventory more democratic, and as we start to see a recovery in tourism and footfall return to the V&A, we’re extremely excited about the opportunities Innovocean’s network will facilitate.’

Reveel is known for its emphasis on architecturally and aesthetically-pleasing DOOH solutions, and Varejes said the V&A project will incorporate this approach into its roll-out. ‘While state-of-the-art digital screens will naturally play a significant role, we will also integrate architectural design that reflects the heritage of the V&A in a contemporary way.’

He added that while Tractor and Reveel remain completely independent entities, Innovocean will likely tackle other projects in future, but that he and Wall are ‘firmly focused on this project until our vision has materialised.’

Said Wall, ‘Innovocean will have the opportunity to invest in brand new infrastructure and technology both inside and outside the V&A Waterfront and build from the ground up. This will revolutionise the way the way retail advertising is both deployed and consumed in a shopping mall environment.’

Alex Kabalin, Retail Executive at the V&A, said, ‘We’ve used the Covid lockdowns period to continue with investments in our retail clothing, food, as well as our attractions offerings that visitors can look forward to. Consolidating our indoor and outdoor portfolio allows advertisers to better access the full customer journey across our neighbourhood, while delivering innovation and growing our network of digital media platforms.’



Brands With The Right Digital Strategy Can Grab Attention This Black Friday

Brands With The Right Digital Strategy Can Grab Attention This Black Friday
Scott Thwaites, Head of Emerging Markets at TikTok Global Business Solutions.

Black Friday, which falls on 26 November this year, is an opportunity for businesses everywhere to boost their revenue and reach out to a wider customer base. However, even though millions of consumers get into the spirit of Black Friday every year, there are many brands that still don’t capitalise on this occasion.

Scott Thwaites, Head of Emerging Markets at TikTok Global Business Solutions, said that for many businesses, it’s a matter of not knowing where to start. ‘With so many other brands competing for consumers’ attention, it can be overwhelming for individual businesses to try and get their voices heard.’

With that said, Thwaites noted that especially for smaller businesses, the right digital strategy can actually make it incredibly easy and cost-efficient to grab their market’s attention. ‘Even companies that have to work with tight marketing budgets are able to get maximum impact if they start looking to digital platforms to engage an audience.’

He said reaching out to a community that passionately participates in trends and interactions is a natural fit for businesses looking to grow their exposure. ‘However, brands that choose to embark on the journey of engaging their market via digital media should understand that they need to embrace an entirely new approach. You simply cannot achieve the results you want with one-way ads intended to grab the widest possible audience. Instead, you need to take a much more personal approach and actually open your brand up to interaction with your community. The good news is that once your brand commits to this approach, the creative possibilities are endless. You can connect communities, bring awareness to critical public service initiatives, kick-off trends or issue fun challenges.’

Brands should unleash their creative side to get noticed by the Black Friday crowd. ‘We encourage brands to communicate with their customers as their authentic selves. This isn’t just a philosophical stance – we have seen first-hand how positively consumers react when brands reach out and engage with them honestly.’

Tips for businesses to grow new business leads through digital tools

1. Use popular hashtags for exposure

It’s been proven time and again that brands don’t need massive ad spend to promote sales like Black Friday. A masterly approach to gain exposure is to make use of trending hashtags when sharing content. Top-performing hashtags give brands a boost by exposing their content to a wider audience, who are drawn to it via a trend page/area.

‘Research into what your audience is interested in and is currently talking about is key to finding the right hashtag,’ said Thwaites. ‘It’s not advisable to just use a common Black Friday hashtag, what has proven to be more successful is to find an unrelated but trending hashtag that has the power to draw in attention and help your content stand out from the rest.’

2. Get creative

Leave your traditional ways behind and test out new ways to communicate by creating FOMO moments. ‘Show off your best products with quirky enthusiasm,’ said Thwaites, ‘but ensure you create a sense of urgency that will propel quick purchases.’

Create hype around your product or service by inviting or incentivising your customers to show off what they’ve bought from you. This is a great way to authentically showcase your product range.

‘And most importantly, offer helpful hacks,’ added Thwaites. ‘Tips on how to personalise, upcycle, style or reinvent your products will go a long way to increase trust and reward on Black Friday and beyond.’

‘Black Friday is one of the greatest opportunities in the year to gain more momentum in your business, and there is a huge community of potential customers just waiting for brands to show what they’re made of. If you start using the digital platforms at your disposal, there’s no limit to how far you’ll go,’ Thwaites concluded.


Companies Need To Engage With Customers Rather Than Spy On Them

Companies Need To Engage With Customers Rather Than Spy On Them
Paula Sartini, founder and CEO at BrandQuantum.

Paula Sartini, founder and CEO at BrandQuantum, discusses how to gather customer data effectively to create great customer experiences.

Customer privacy is a term that we are all too familiar with, as regulations such as the Protection of Personal Information Act (POPIA) and General Data Protection Regulation (GDPR) have come into effect to protect customer data. However, checking boxes to ensure that you are meeting the requirements of these acts is not going to win over your customers or help you to establish connections. It could also negatively affect the customer experience and damage trust.

While customers seek tailored and personalised experiences that delight, often these experiences feel generic and do not deliver the desired response from customers. This is partly because companies have got stuck in the data, using information such as birthdays to remind customers that ‘we know you and we are thinking about you’, but instead, this reminds them that you are watching them.

To create delightful customer experiences today, companies need digital transformation to gather customer information, create unique experiences, drive personalisation and build trust and need to move away from spying on customers to rather engaging with customers.

As customers continue to use online platforms for searching for information, shopping, engaging friends and family on social channels, and connecting to the brands they love, companies are inundated with an abundance of data on purchase history, search history, engagement history and more.

This information may be useful to determine what your customers like and possibly gives you enough information to provide targeted deals and information about the product ranges they have browsed online. But this does not delight your customer and it may even have the adverse effect and lead to negative responses. While some theories state that customers may respond differently depending on where they are in the customer journey, many customers believe that just because you have their information, it does not give you the right to use it.

Rather than adding to the customer experience, many of the interactions from companies remind customers that they are being watched and while they may have provided you with their details as a trade-off for something that they wanted from you, they do not necessarily want to be bombarded with information or spammed with offers.

According to new research, how companies use customer data is becoming more important to the customer experience. However, many companies are using a mix of customer data that has been collected either via on your own platforms known as first-party data, second-party data whereby companies use other company’s first-party data, and third-party data, which may have been purchased from another source unrelated to the company.

While collecting data from cookies or observing purchasing habits has been a quick and easy way for companies to collect customer data over the past few years, this company-centric approach has a rebound effect on the customer relationship and delivers a lower return on investment (source).

Based on this, companies need to find new ways to gather customer data that are privacy-friendly and gathered first hand. This move from tracking customer behaviour to engaging customers also allows for companies to establish deeper relationships with their customers and build trust.

After years of tracking customer behaviour, it could be a daunting process for companies to discover new ways to gather customer data but according to Forrester, there is a way to gather data straight from the customer. This approach, which they have coined Zero-Party Data, entails asking customers directly about their context or needs.

Based on this approach, customers intentionally and proactively share data with a brand, helping companies to gain insight into customer’s preferences, purchasing intentions, personal context and how they want brands to engage with them.

This aligns with Justice Theory which adopts three pillars. First, customers will give data to companies based on what they will get for the data and if they foresee a fair outcome, this is known as Distributive Justice. Next, is Procedural Justice, customers are concerned about how the process of data is handled and how well they were treated post-purchase. Finally, Interactional Justice is about the elements of the interaction from the tone of voice and use of language.

By gaining valuable insight and data about customers, companies can engage customers more meaningfully, improve customer expectations and build trust throughout the buyer’s journey. Zero-party data can also be used to tailor personalised experiences, creating experiences of one that are authentic and delight customers.

For companies wanting to embrace the customer-centric approach to gathering quality data without infringing on customer privacy, the zero-party data strategy enables companies to gain the information they want in a manner customers are willing to provide to improve customer experiences.

There are several mechanisms available to do this, though companies should not bombard customers with requests for information or overwhelm them with questions. Rather, gathering customer data should be a seamless part of engaging customers and gathering the information that you need to improve the customer experience.

To gather this data, companies would benefit from using tools that are easily available to each employee and gain feedback as part of the customer engagement. For example, incorporating email surveys into customer’s correspondence can help to gather valuable insight into what the customer’s expectations are of the brand and how they want brands to interact with them.

Although many companies are waiting for a magic bullet solution to customer experiences, when it comes down to experiences, it is about really listening to your customer and allowing them to tell you what they want.


FCB Joburg Collaborates With Toyota On Latest Campaign

FCB Joburg Collaborates With Toyota On Latest Campaign

FCB Joburg and Toyota South Africa have launched a boundary crossing campaign for Toyota’s new SUV – the Corolla Cross.

The Corolla Cross has been eagerly anticipated with FCB Joburg introducing the public to the Corolla Cross before the car was even released with a pre-order campaign. The teaser campaign, which was a first for Toyota, allowed for vehicles to be reserved ahead of the launch. And now that the Corolla Cross has finally arrived, FCB and Toyota want to let South Africa know with a comprehensive launch campaign.

Tasneem Lorgat, Senior Advertising Manager for Toyota South Africa Motors said, ‘To launch the Corolla Cross we tasked FCB to produce a campaign unlike any other. We needed to showcase how the Corolla Cross is a car for all South Africans and is packed with features to enable you to cross your lifestyle boundaries.’

‘Cross Boundaries’ is the strapline for the campaign and the four hero content pieces do a brilliant job of bringing that line to life. Across the four films viewers see the Corolla Cross in different scenarios, crossing various boundaries, demonstrating this SUV’s impressive capabilities and telling some exceptionally fun stories. The ads also do a great job of showing off the beautifully styled Corolla Cross with amazing car shots.


Executive Creative Director, Tian van den Heever, said, ‘We’re all incredibly excited about the launch of this campaign and this vehicle. We love the ads and we think they do a wonderful job of showing how the Corolla Cross can cross boundaries and take you to the next level. We made four different TV ads for this campaign, which gave us the chance to demonstrate how versatile this vehicle really is and to show people that the Corolla Cross can make your life more awesome, whatever lifestyle you want to live.’

Copywriter, Matthew Holt Shafto, continued, ‘People are complex. They can’t be put into boxes. People don’t just want a car that’s great for the school run or a car that they just take into the bush, they want both and the Corolla Cross offers that. That’s why the campaign line is Cross Boundaries.’

The launch campaign comprises multiple touchpoints, spanning all ATL channels, BTL content and unique items such as an Augmented Reality 3D model viewer.


Investec Launches Fully Integrated Marketing Campaign

Investec Launches Fully Integrated Marketing Campaign
Avumile Qongqo stars in Investec's latest brand advert.

Investec’s new brand message is optimistic and bold: ‘With the right partner, there’s no limit to what’s possible’. Their new campaign highlights Investec’s ability to offer clients a different take on turning possibilities into realities.

‘For over 47 years, Investec has built its DNA on exceptional client service,’ said Heather Casey, Investec’s head of brand in South Africa. ‘Our people are known for understanding and anticipating our clients’ needs. We’re uniquely placed to help them seize the possibilities that lie ahead. The message comes at a time when we’re emerging from a long period of uncertainty and looking towards a brighter tomorrow. It’s a bold, optimistic statement, looking forward to the opportunities of 2022 and beyond.’

At the centre of the campaign is a 45-second commercial, which reminds us that possibilities abound, but they’re fleeting, and must be seized decisively and quickly. So, it helps to have someone by your side who can think innovatively and act boldly to help you turn the possible into the actual.

Investec wanted a stimulating and positive message that stood apart from the conventional themes associated with financial services advertising. That was part of the brief to Leagas Delaney, Investec’s global brand agency.

‘We started by re-examining what it is about Investec that makes it Out of the Ordinary,’ said Leagas Delaney founder and copywriter on the project, Tim Delaney. ‘A key aspect is intellectual curiosity – Investec people tend to look at things from different angles and they have an energising sense of urgency. The idea of transitioning from one landscape of possibilities to the next became a rich canvass to express these characteristics in a visually and emotionally engaging way.’

Apart from its timeliness, the concept of ‘Possibilities’ resonated with Investec’s global brand platform because of its universal relevance, both within specific local contexts and across geographies. The concept also lends itself to executions on multiple platforms and formats, be it a digital out of home billboard or a 30-second video pre-roll. To support the campaign, Investec also launched an in-depth online content series, ‘Possibilities 2022’, available on its Focus content hub, which touches on the opportunities that the coming year holds for clients in various sectors and life stages.

Leagas Delaney worked closely with Investec economists to identify relevant and topical ‘possibility landscapes,’ which are reflected in the sweeping physical landscapes of the brand film – among them, the spectacular night skies of the northern Karoo and the bustling streets of central London. The script called for a protagonist who could carry the message with confidence and authenticity and they found the perfect fit in Avumile Qongqo.

In homage to Investec’s heritage, the ad also holds a number of easter eggs, including some hidden numbers and references, such as 1974, the year Investec was started.

‘We have stayed true to our roots,’ Casey continued. ‘We’ve weathered a devastating crisis, and we’re by no means certain about what the future holds. But we hope the campaign demonstrates that it’s time to make the transition from fear and indecisiveness to positivity and action. It all starts with the right conversation and the right partner.’

To watch the latest Investec brand advert, click here.


Report Reveals How Brands Can Be Ahead Of The Curve With The Change In Influencer Marketing

Report Reveals How Brands Can Be Ahead Of The Curve With The Change In Influencer Marketing

Ogilvy PR’s 2022 Influence Trends Report reveals that influence work performs best when integrated into the wider communications and marketing efforts. By integrating with paid media and testing against traditional ads, it can be evidenced how influencer-led creatives impact the bottom line.

Ogilvy found that for every channel that influence is added to, the potential to increase ROI by up to 30% is introduced. At the intersection of the marketing mix, PR and influence are increasingly integrated. The report also reveals how influencer marketing is set to radically change next year – and how brands can be ahead of the curve, both in the real world and the new virtual realms.

‘Influence is a key ingredient, not a garnish. It’s growing, and growing fast. In the last 11 years, I’ve seen the industry mature right from its infancy, through to the bourgeoning adolescent we know today, with no sign of slowing down. Throughout our report we showcase the key growth areas – the industry’s confidence and indeed the newfound infrastructure which makes its positioning undeniable. The future of influence is the future of marketing, and in 2022, the brands who recognise this will be the brands that we’re talking about in 12 months’ time,’ Rahul Titus, Ogilvy’s Head of Influence for UK & EMEA said.

In 2020, the B2B influencer industry was estimated to be worth $4.6 billion and counting – with this trend expected to continue in 2022. The report shows the reason for this shift is that online content drives purchase decisions, no matter the industry. But for B2B influence to be effective, brands must identify the right people and platforms for content. Ogilvy’s insights show that best B2B influencers can be a business’ own employees – serving as a real human face for products, addressing audiences as individuals. Beyond LinkedIn, the report reveals some of the best channels can be podcasts or audio, where longer-form storytelling can shine.

Ansley Williams, Ogilvy’s Head of Influence for North America, said, ‘I’ve been fascinated to watch and grow with the influencer space since it was called ‘blogger marketing.’ But 2022 is truly the resurgence of real – we’re growing up. The industry is focused on real people calling brands out for not being real regardless of platform, environment, or experience changes. It’s doubling down on real and dropping the ‘r’ from Influencer Marketing to focus on real influence.’

Insights from the report are clear: inclusive influence equals better results – but brands must mind the pay-gap. Data showed how certain demographics were being underpaid. In response, Ogilvy has launched the Maximum Margin Rate, the first initiative of its kind, to ensure influencers will be paid fairly for their work. Ogilvy now also runs quarterly diversity audits for its influencers in the UK. This has increased diversity casting across Ogilvy UK campaigns from 5% to 15%, a number which is reflective of the UK population. And individual brands within Ogilvy’s roster have now increased diversity in casting by 46% as a result.

In the report, Ogilvy also explores what the metaverse will mean for influencer marketing. Although the plans for the metaverse will not be fully realised for at least 5 to 10 years, consumers are already gravitating towards the technological suite that underpins the concept. The report predicts that authenticity will be the key draw for audiences. Post-pandemic, the façade of many digital personas is fading, allowing raw, unfiltered personalities to prevail.

To find out more, download Ogilvy’s 2022 Influence Trends Report.


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